Order Detail Makeover
Jun-2021 - Dec 2021
Revamping the order detail with empathy for service centre agents, ensuring smoother workflows and clearer insights, ultimately empowering them to provide exceptional customer support.
The Axiom is an internal CRM application, fully fueled by Target's robust digital infrastructure, strategic partnerships, and a committed product team, delivers immense value to Target through several key avenues. Axiom empowers agents with collaborative guest experiences, equips teams with insights for efficient issue resolution, and closes the loop on guest-facing concerns, enhancing satisfaction throughout the Target.com journey.
Target Corporation, the American retail powerhouse known for its iconic red bull's-eye logo, is not your average shopping destination. With its sprawling food and general merchandise discount stores, Target has become a household name across the United States. Nestled in the vibrant city of Minneapolis, Minnesota, Target's corporate headquarters serve as the heartbeat of its operations, driving innovation and excitement throughout the retail world. Whether you're searching for the latest fashion trends or stocking up on household essentials, Target is your go-to destination for fun, style, and savings!
My Role:
In my role as a UX designer in an order redesign project, I dive deep into understanding the intricacies of user needs and behaviours, meticulously mapping out their journey to ensure a smooth ordering experience.
Collaborating closely with diverse teams, I weave together business objectives and brand identity, placing a strong emphasis on usability and accessibility. Through numerous iterations and feedback loops, I pour my passion into refining designs, striving to deliver an experience that not only satisfies but delights users, fostering their loyalty and trust in the process.
Ultimately, my goal is to craft an ordering experience that feels tailor-made for each user, leaving a lasting impression of seamlessness and satisfaction.
My Partners:
Product owner, Engineering team at Adaptive end, Internal engineering team, business stakeholders, risk and compliance.
The Task
The task is to redesign the Order Detail Page of Axiom for my users, the service centre agents. This would enhance the user experience by addressing navigation complexities and information gaps. The goal is to empower the agents with intuitive tools, streamlined functionality, and clear insights for efficient order management. Ultimately, the aim is to boost productivity and customer satisfaction by enabling seamless navigation, understanding, and action on order details.
The Objective
Allow the “Axiom only” information for orders to be available in an experience that is efficient and contextual for servicing agents and partner teams.
Provide consistency through re-use of guest facing features and information.
Results Intended
Reduce AHT (Average Handling Time) for Order Related contact types (calls & chats) to <765s (current YTD = 806s)
Increase System Usability Score (SUS) from 85.9 to ≥ 88.
Increase FRS NPS YOY Score from 53 to ≥ 55.
Why do we need to re-design?
Currently, Axiom's code is built on top of the Adaptive User Interface (AUI), which allows it to offer features exclusive to Axiom on the guest view. However, Target.com is transitioning from AUI to the Web Platform (WPS) to reduce dependencies and improve agility and performance. This shift means that Axiom's current setup is no longer efficient. To adapt, Axiom needs to be completely revamped to support the new code base and operate in a "microsite" mode.
Why is this page important?
For any ecommerce transaction, there are multiple touch points where the customer interacts with the retailer. Each such touch point then is an opportunity to provide an experience to the customer. Target prides itself on its ability to provide a great experience to its customers, everytime. Here is a typical journey for a customer ordering a product on Target.com, with after sales issues and resolutions.
In order to provide a great experience to the customer, Target’s service centre agents need to be able to handle and address the customer’s issues with empathy, accuracy and efficiency. The last two are a function of the robustness of the tool available at the agents’ disposal, i.e. AXIOM.
In AXIOM, the order detail page is essential for service centre agents because it serves as the hub for managing customer orders. This page provides vital information like order status, item details, shipping as well as payment information, enabling agents to address inquiries, resolve issues, and facilitate order fulfilment efficiently.
A well-designed page streamlines workflows, improves decision-making and enhances the overall customer experience by ensuring that the agent serves the customer with accuracy and speed. Therefore, optimising this page is crucial for maximising agent productivity, minimising errors, and delivering an exceptional service to the customers
Who is this designed for?
Axiom workflow
Axiom current design enabling the above workflow.
At service centres, over 80% of agent contacts (both calls & chats) revolve around guest orders, making the order detail page a high priority item. It's akin to assembling puzzle pieces; each service integrates into the page, forming a comprehensive picture. Just as correct positioning completes a puzzle, proper organization and placement of information empower agents to provide optimal solutions to guests, ensuring a seamless experience.
Process
Card Sorting
The objective was to create a grouping. Two factors were considered:
The frequency with which the words made their appearance
The emotions the words were associated with
This allowed me to create a matrix which I then presented back individually to the 19 groups and took their feedback. With each iteration, the feedback improved.
The final result looked like this:
The next task was to figure out how best to enable access to the above matrix.
There also emerged a new constraint for the upcoming task: the convenient left hand navigation panel of Axiom.com would no longer be present in the new microsite configuration.
Old Target.com, New Target.com
Consequently, this left hand navigation would no longer be available for agents working on the new microsite configured Axiom. Hence, an access path was to be created to ensure the Axiom-only information would be available to the agents, in absence of the left hand navigation.
I came up with two different approaches, to enable access:
Banner based access or Iteration 1
2. Widget based access or Iteration 2
Final Concept
The feedback on both these approaches was far from satisfactory, but the learnings allowed me to prepare a third approach. Two existing headers on Axiom could be reconfigured, thus saving time on tech development without the need for users (agents) to reorient themselves to a new addition to the interface. This new navigation was therefore faster and intuitive.
This led me to create the Header and Dropdown access or Iteration 3.
Final Order Detail Page
The initial feedback was encouraging. I went ahead and sought detailed feedback, and with each iteration, the feedback improved.
Header Design
Item Actions Summary
Order Notes
Tracking ID
Shipment Details
Old Design Vs New Design
Impact
Immediate
The expectation was that with the new design, the high SUS scores of Axiom would take a near-term hit and then gradually recover over time. However, the results were a pleasant surprise.
The agents were unanimous in their appreciation of the new design. The SUS scores improved even further, from 84 to 85. Both quantitative and qualitative feedback validated the success of the team in implementing the redesign task.
Short Term
Over the next 6 months, the reduced AHT (from 806 seconds to 720 seconds) results in savings of over $10mn, exceeding the 12 month planned impact target in less than 6 months.
Medium Term
The Order Detail redesign task was developed into a case study internally to drive future redesign projects.
I was awarded a connection award in recognition of my contributions.
